LiveRamp and OpenX expand partnership to enable outcome-based programmatic advertising
LiveRamp and OpenX have expanded their partnership to integrate LiveRamp's Conversion API (CAPI) into OpenX's supply-side platform. The integration resolves first-party online and offline transaction data to RampIDs, allowing programmatic advertisers to buy and optimize based on actual business outcomes rather than proxies.
Key Takeaways
- Integration resolves transaction data into RampIDs, which LiveRamp claims can increase match rates by 52% over hashed emails.
- OpenX users can now leverage CRM events and in-store purchase data to package and value programmatic inventory.
- The server-to-server CAPI connection bypasses browser-based signal loss caused by the decline of third-party cookies.
- The partnership targets performance-focused advertisers by connecting ad exposures directly to verified offline and online conversions.
Why It Matters
This integration bridges the gap between high-reach programmatic buying and bottom-funnel attribution. By embedding conversion signals directly into the supply layer, OpenX provides a mechanism for advertisers to optimize spend against real-world sales rather than clicks. For the streaming and digital video ecosystem, this helps justify premium CPMs by proving the link between cross-channel impressions and verified transactions. As privacy regulations and technical barriers erode cookie-based tracking, the shift toward server-side, identity-resolved measurement like RampID becomes the new baseline for accountability. Watch for other major SSPs to follow suit with similar outcome-based inventory packaging by late 2025.
Additional Context
The expansion follows a broader period of growth and technical acceleration for LiveRamp. In August 2025, LiveRamp reported Q1 FY26 revenue of $195 million, an 11% year-over-year increase, driven largely by its subscription business and data marketplace. During the earnings call, CEO Scott Howe highlighted the momentum of the company's Data Collaboration Network and its new cross-media intelligence solutions as key growth drivers. This performance came despite market uncertainty and shifting privacy policies from major gatekeepers like Google, further cementing the role of authenticated identity in a post-cookie landscape. Beyond traditional programmatic environments, LiveRamp has rapidly expanded its CAPI infrastructure into emerging high-growth platforms. In June 2026, per PPC Land, LiveRamp integrated its CAPI Hub with OpenAI’s ChatGPT, enabling server-to-server conversion measurement for AI-driven ad campaigns. This allowed marketers to link chatbot ad exposures to offline purchases for the first time, mirroring the capabilities now available via the OpenX partnership. Additionally, Digiday reported in mid-2026 that LiveRamp is expected to become part of Publicis by the end of the year, a move that has raised questions about long-term neutrality even as the platform scales its 300-plus partner ecosystem. At the same time, the programmatic video sector continues to attract disproportionate spend compared to non-video formats. Industry data from Basis suggests programmatic video ad spend will surpass $110 billion in the U.S. through 2026, accounting for nearly 75% of new programmatic dollars. This surge reflects a total industry shift toward Connected TV (CTV) and ad-supported streaming tiers, where measurement transparency remains a primary hurdle. Partnerships like LiveRamp and OpenX aim to address this by providing standardized, privacy-conscious attribution that operates independently of browser-based tracking.
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